Key Insights
Essential data points from our research
Adding video to your emails can increase click rates by 300%
An introductory email that includes a video receives an increase in click-through rate by 96%
Video emails have a 20% higher open rate than emails without video
64% of consumers make a purchase after watching branded social videos sent via email
Video in email marketing has been shown to generate a 280% higher return than traditional email marketing
Product videos in emails can increase purchases by 144%
86% of businesses use video as a marketing tool
68% of marketers engage in video marketing and plan to increase their budget
60% of B2B marketers utilize video in their email marketing compared to 40% of B2C
59% of senior executives agree that if both text and video are available on the same topic they prefer to watch video
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
Mobile video consumption rises by 100% every year affecting email open behavior
Using the word 'video' in an email subject line boosts open rates by 19%
Using the word 'video' in an email subject line reduces unsubscribes by 26%
Personalized video subject lines increase unique open rates by 16%
Consumer Preferences & Behavior
- 159% of senior executives agree that if both text and video are available on the same topic they prefer to watch video
- 2Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 3Mobile video consumption rises by 100% every year affecting email open behavior
- 475% of millennials prefer watching a video over reading an email
- 592% of mobile video consumers share videos with others
- 6People spend 2.6x more time on pages with video than without
- 754% of consumers want to see more video content from a brand or business they support
- 869% of people say they’d prefer to learn about a new product or service by watching a short video
- 973% of consumers dislike long videos and prefer videos under 3 minutes in emails
- 1085% of Facebook videos are watched without sound implying email videos need captions
- 1160% of people prefer online video platforms to live television
- 1245% of people watch more than an hour of Facebook or YouTube videos a week prompting email integration
- 1382% of all Internet traffic will be video by next year
- 1466% of teenagers and young adults watch online videos every single day
- 151 in 4 consumers actually lose interest in a company if it doesn’t have video
- 1687% of consumers say transparency via video is important for them to trust a brand
- 17Consumers engage with vertical video 4x more often on mobile than horizontal
- 1862% of consumers are more likely to have a negative perception of a brand with a low-quality video
- 19Customers who view a video are 1.81x more likely to purchase than non-viewers
- 2058% of consumers check their email first thing in the morning indicating optimal video send times
Interpretation
These numbers are a wake-up call: audiences overwhelmingly prefer short, mobile-first video, with 95% message retention versus 10% for text, so brands that deliver honest, high-quality, captioned vertical videos under three minutes timed for morning inboxes will earn more attention, shares and purchases while those that don't risk being forgotten.
Engagement & Click-Through Rates
- 1Adding video to your emails can increase click rates by 300%
- 2An introductory email that includes a video receives an increase in click-through rate by 96%
- 3Video emails have a 20% higher open rate than emails without video
- 4Interactive email content like video increases the click-to-open rate by 73%
- 5In a split test, thumbnails linking to video generated over 200% more clicks than standard buttons
- 6Including video in an email leads to a 200-300% increase in click-through rate according to Forrester
- 7Emails with video content see a 5.6% higher open rate on average compared to non-video emails
- 8Viewers who click on a video in email are much more likely to watch the video to completion
- 9Video content improves click-through rates by 65% specifically in B2B campaigns
- 10Using personalized video in email marketing increases click-through rates by 4.5 times
- 1126% of marketers say video email is the most effective type of email content for engagement
- 12Emails with GIFs or video thumbnails have 26% higher click-through rates
- 13Incorporating video into email marketing campaigns increases engagement metrics by 50% generally
- 14Video emails generate 40% more engagement on mobile devices than text-only emails
- 15Providing a video link in email newsletters boosts the click-through rate by up to 100%
- 16Marketers report a 62% increase in engagement when video is utilized in nurture campaigns
- 17Recipients are 75% more likely to share an email video on social media than a standard link
- 18Using video in re-engagement emails leads to a 4x increase in reactivity
- 19Emails comprising video are opened 7% more frequently on Fridays
- 2080% of people who watch a video in an email will open the next email from that sender
Interpretation
Video is the high-octane fuel of email marketing: it can boost clicks by up to 300%, nearly double CTRs on introductory messages, quadruple re-engagement, lift B2B click rates by roughly 65%, drive far more mobile engagement and shares, and make 80% of viewers likelier to open your next email, so thumbnails, interactivity and personalization are no longer nice extras but performance multipliers.
Optimisation & Subject Lines
- 1Using the word 'video' in an email subject line boosts open rates by 19%
- 2Using the word 'video' in an email subject line reduces unsubscribes by 26%
- 3Personalized video subject lines increase unique open rates by 16%
- 4Videos under 2 minutes exhibit the highest engagement rates in email campaigns
- 566% of videos in email are watched strictly on mobile devices requiring mobile optimization
- 6Placing the video thumbnail above the fold increases play rates by 25%
- 7Subject lines with 6 to 10 words yield the highest open rate for video emails
- 8Including emojis in video email subject lines increases open rates by 56%
- 9Using a static image with a play button as a thumbnail performs 3x better than a raw link
- 10Automated video captions in emails increase completion rates by 12%
- 11A/B testing video thumbnails increases conversion by 11% on average
- 12Emails with the word 'video' in the subject line have a 6% higher unique open rate
- 1347% of emails are opened on mobile apps requiring vertical video optimization
- 14Videos placed at the end of an email have a 50% lower play rate than top placement
- 15Using GIFs instead of full video embeds prevents loading errors in 100% of Outlook clients
- 16Personalized videos retain viewers 35% longer than non-personalized ones
- 17HTML5 video is supported by approximately 58% of email clients
- 18Including the video duration in the subject line increases opens by 8%
- 19Embedding video directly decreases file size deliverability success by 15%
- 20Optimizing video email for dark mode improves readability for 35% of users
Interpretation
Treat video email like a mobile-first short-film premiere: use a two minute or shorter vertical clip with a static play-button thumbnail above the fold, tease it with a 6 to 10 word subject line that includes the word video plus an emoji and when possible the duration or personalization, because that combo reliably lifts opens, cuts unsubscribes, increases plays, completion and conversion rates with captions and A/B testing, and preserves deliverability and compatibility by avoiding direct embeds in favor of GIF fallbacks, HTML5 support and dark mode optimization.
Sales & ROI
- 164% of consumers make a purchase after watching branded social videos sent via email
- 2Video in email marketing has been shown to generate a 280% higher return than traditional email marketing
- 3Product videos in emails can increase purchases by 144%
- 493% of businesses landed a new customer because of a video on social media or email
- 574% of users who watched an explainer video subsequently bought the product
- 6Emails with video lead to a 50% increase in retained revenue
- 789% of video marketers say video gives them a good ROI
- 8Companies using video grow revenue 49% faster year-over-year than organizations without
- 990% of customers say videos help them make buying decisions
- 1050% of executives look for more information after seeing a product/service in a video
- 11Including a video on a landing page via email click-through creates 80% higher conversion rates
- 1284% of consumers have been convinced to buy a product or service by watching a brand's video
- 13Using video in emails reduces the cost per lead by 19%
- 1481% of marketers feel that video has a direct, positive impact on sales
- 15Real estate listings with video receive 403% more inquiries than those without
- 16Video users get 66% more qualified leads per year
- 1796% of marketers paid to use video in their email marketing campaigns and recovered costs within 3 months
- 1846% of marketers engage in video email primarily just to boost creating brand awareness and eventual sales
- 1965% of executives have visited a vendor's site contributing to sales funnels after watching a video
- 20Using the word video in an email subject line boosts revenue per email by 20%
Interpretation
Think of video in email as a marketing supercharger that turns curiosity into purchases, dramatically boosts conversions and retained revenue, lowers cost per lead and accelerates ROI, and consistently nudges executives and consumers to take the next step, so ignoring it is a costly mistake.
Usage & Adoption
- 186% of businesses use video as a marketing tool
- 268% of marketers engage in video marketing and plan to increase their budget
- 360% of B2B marketers utilize video in their email marketing compared to 40% of B2C
- 487% of video marketers say video has increased dwell time on their website traffic from email
- 599% of marketers who use video will continue to use it in 2024
- 6YouTube is the most widely used platform for video marketers but 66% use email integrations
- 771% of B2B marketers use video marketing as part of their content strategy
- 855% of marketers create video emails at least once a week
- 918% of all emails sent by marketers now contain some form of video content
- 10The education sector has the highest adoption rate of video email marketing at 45%
- 1163% of businesses say they have started using video marketing in the last year
- 1291% of businesses feel that video is more important now than a year ago
- 1324% of marketers plan to include video in their email strategy for the first time this year
- 14Marketers who use video grow revenue 49% faster than non-video users
- 1531% of marketers add video to their emails to improve brand awareness
- 16Only 25% of marketers use live video in their email strategy despite its popularity
- 1788% of marketers plan to allocate more budget to video marketing campaigns next year
- 18The technology industry uses video in email 35% more than the retail industry
- 1933% of marketers use a dedicated video hosting platform for email campaigns
- 2044% of SMB marketers create video content specifically for email newsletters
Interpretation
Video has become marketing's oxygen, with 86% of businesses using it, 68% of marketers planning to raise budgets and 99% committed to using it in 2024 because it boosts dwell time and helps video users grow revenue 49% faster, yet adoption is uneven, as B2B, education and tech lead while live video and retail email lag, creating a clear, high-return opportunity to add more video to emails.
